Crocs gave up hundreds of styles to bet on one ugly clog.
In 2017 Crocs cut back to the Classic Clog. Revenue went from $1.38 billion in 2020 to a record $4.1 billion in 2024. Focus means deciding what to stop.
Transcript
Crocs had spent its boom years trying to become a normal footwear company, with hundreds of styles. In 2017, new chief executive Andrew Rees gave that up.
The option not taken: stay a broad footwear brand. Instead, Crocs re-centered on the Classic Clog, and turned ugly into the brand.
It also closed roughly 160 stores and shut its last two owned factories in 2018.
Crocs revenue was $1.38 billion in 2020, $2.3 billion in 2021, and a record $4.1 billion in 2024.
In 2024, the Crocs brand grew 8.8% while its sister brand, HEYDUDE, fell 13.2%. One brand's run proves little alone. Still, focus is a choice about what to stop. Write down what you give up.
The records behind this video
Every figure in the video comes from this Decision Record, each with its sources.
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